Definitions

What a batch, a concept and a variation actually are, and how each one is counted.

Batch

One Asana task in Creative Development with an S# number in its name, counted once its Status reaches Finalized or beyond. It is the unit of work you brief, assign and deliver — one Figma file, one hand-off.

A batch usually contains several concepts, and each concept several variations.

Concept

One distinct creative idea — an angle, a hook, a visual device. In Figma it is the letter in a frame name.

BO_S#7_A1 and BO_S#7_A2 are the same concept (A) rendered twice. BO_S#7_B3 is a different concept.

This is the number targets are set against: 180 concepts per designer per month.

Variation

One deliverable file — a specific execution of a concept. In Figma it is the letter and number together.

A1, A2 and B3 are three variations across two concepts. Variations measure workload; concepts measure fresh thinking.

A worked example

One real batch, BO_S#7.

Frame name in FigmaConceptVariationCounted as
BO_S#7_A1AA1concept 1, variation 1
BO_S#7_B2BB2concept 2, variation 2
BO_S#7_E5EE5concept 3, variation 3
BO_S#7_E6EE6variation 4 — same concept as E5
BO_S#7_E7EE7variation 5 — same concept as E5
NL_S#1_A1_ENAA1counted once
NL_S#1_A1_DE——translation, not counted

Rules the counter follows

  • Finalized, not launched. A batch counts the month its Status first reaches Finalized, read from the task's activity feed in Asana. That is when the designer's work is done. Whether the media buyer launches it is a separate question and does not affect production numbers.
  • Counted once. The Figma file is read the first time a batch is seen finalized and the numbers are frozen. Later edits to the file do not move past months. A batch is re-read only if its Figma link changes or someone ticks recount in the database.
  • Translations never create concepts or variations. A language suffix (_EN, _NO, _DE, _DK, _SE, _ES) marks the same creative in another language. Counted in its own column.
  • Only ad-sized frames count. Frames under 400 px in either dimension are labels, notes and helpers, and are skipped.
  • No designer means no attribution. The batch still counts toward client and team totals, but is shown as unattributed rather than credited to a guess.
  • Uncounted is not zero. If a batch has no Figma link, or its frames do not follow the naming convention, it is flagged rather than counted as nothing. A human can type the true number into manual_concepts in Supabase and it wins everywhere. See Data health.

Reading the target columns

Target
Concepts expected from that designer for the whole month. Default 180, overridable per person.
Expected
Where they should be today, pro-rated by working days elapsed. Comparing against the full target mid-month is misleading.
Projected
Month-end total if the current daily rate holds.
Per day
Concepts per working day so far this month.
Need/day
What the remaining working days have to average to land on target.

Working days are Monday to Friday, Bali time, and take no account of holidays or time off. A designer on leave will read as behind pace until per-person working days are configured.